Slow Travel Trend - MATKA ITSEEN - WEBINAARI MODERNISTA PYHIINVAELLUKSESTA The journey inward - A webinar on modern pilgrimage - Business Finland
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MATKA ITSEEN - WEBINAARI MODERNISTA PYHIINVAELLUKSESTA The journey inward - A webinar on modern pilgrimage Slow Travel Trend Karin Elgin-Nijhuis for Business Finland Visit Finland | 7 May 2021
Combining expertise in heritage, tourism and communication Specializing in narrative communication and storytelling for strategy development, visitor experience development, place branding, sustainable tourism development marketing, reputation management and stakeholder alignment
Why storytelling and a narrative approach? Challenge 1 To engage on a personal level Challenge 2 To overcome fragmentation and achieve alignment Karin Elgin-Nijhuis 2019 & 2021 (book chapter in De Ascaniis & Cantoni, forthcoming)
“It is not enough to challenge the old narrative, however outdated and discredited it may be. Change only happens when you replace one story with another.” George Monbiot | 2017 | How do we get out of this mess? | The Guardian | https://www.theguardian.com/books/2017/ sep/09/george-monbiot-how-de-we-get-out-of-this-mess
Storytelling and narrative communication: where are we coming from, where are we now? where are we going to?
“Strategy tells you where to go. Communication inspires people to go there with you. It's the only thing that ever does.” www. elgin .nl
The journey inward Slow for persons Slow for places
MATKA ITSEEN - WEBINAARI MODERNISTA PYHIINVAELLUKSESTA The journey inward - A webinar on modern pilgrimage Slow Travel Trend Karin Elgin-Nijhuis for Business Finland Visit Finland | 7 May 2021
Is slow a trend?
European Tourism Manifesto | Call for action: Accelerate social and economic recovery by investing in Sustainable Tourism Development | 9 February 2021 | https://tourismmanifesto.eu/ | https://tourismmanifesto.eu/wp- content/uploads/2021/02/ Manifesto-Paper_Investment-proposals-and-reforms_Travel-and-Tourism_final.pdf
“Experts foresee growing demand for open-air and nature-based tourism activities, with domestic tourism and ‘slow travel’ experiences gaining increasing interest.” UNWTO | UNWTO World Tourism Barometer and Statistical Annex, January 2021 | https://www.e- unwto.org/doi/abs/10.18111/wtobarometereng. 2021.19.1.1
www. heritagetourismhospitality. org
HTHIC focuses on the leading
question: “How can tourism
destinations succeed in
attracting tourists and offer
outstanding visitor
experiences while
simultaneously engaging all
stakeholders in the
conservation of the natural
and cultural heritage?”
Slow at HTHIC2014
© Elgin & Co. | HTHTC | 2021The LAB explores the varying meanings
and practices of Slow and Slowness in
the context of tourism and heritage,
including Slow Thinking, Slow Tourism,
Slow Travel, Slow Food Travel, Slow
Adventure, Slow Retail, Slow
Experience, Slow Art, Cittaslow and
other Slow Destinations.
www. slowtourismlab .org DutchCulture | Centre for international cooperation
© Elgin & Co. | HTHTC | 2021philosophy the pursuit of quality of life hospitality well-being of
residents and visitors contemplation respect for natural and cultural
heritage protection of biodiversity short supply chains innovation
responsibility sustainability appreciating a sense of place social equality
inclusiveness fairness festina lente hasten slowly post-tourism new
tourism alternative tourism expression of critical consumerism mindset
lifestyle ideology authenticity meaningful experience ethical
consumerism relationships happiness participation the good life pace
celebration of diversity connection community ethical tourism
deceleration environment accountability new humanism supportive
society a voyage mentality life satisfaction convergence of space and
time protection of public spaces value of time limitation tradition quality
over quantity the right speed grassroots social movement avantgarde….
© Elgin & Co. | HTHTC | 2021… and/or elite, bourgeois, privilege, niche, narrow, Eurocentric…
© Elgin & Co. | HTHTC | 2021travel vs. tourism?
© Elgin & Co. | HTHTC | 2021in philosophy and literature
in East and West
© Elgin & Co. | HTHTC | 2021The Slow Movement
“Festina lente” (Lat.) ”Haste Slowly”
Slow Food
Associazione Ricreativa Culturale Otaliana (ARCI)
1986 | Slow Food Manifesto | 1989
Cittaslow
Associazone “Cittaslow – Rete Internazionale delle città del buon vivere”
Cittaslow Manifesto | 1999
© Elgin & Co. | HTHTC | 202121th century:
Slow Travel.org
Slow Adventure.org | SAINT Slow Adventure in Northern Territories
Slowtourism: Implemetation and Valorization of Slow Itineraries
between Italy and Slovenia
Geographical and horizontal spread
© Elgin & Co. | HTHTC | 2021“The rise of slow in a fast world”
The value of slowness in our work, in our personal life, in public life
vs.
The dominant value system of the times, velocity as the core value of
modernity and capitalist society and the promise of speed of a good life
(leisure time, abundance, happiness)
Michael Clancy ed. | 2018 | Slow Tourism, Food and Cities. Pace and the Search for the “Good Life” |
Routledge
© Elgin & Co. | HTHTC | 2021for persons
© Elgin & Co. | HTHTC | 2021Pace ~ slowness ~ rhythm, stillness, deceleration, waiting
Stillness and slowing down ~ strategic and tactical:
prompting perception, “centring”, focusing or shifting attention
from other places and times (the ‘there’ and ‘then’)
towards the present moment (the ‘here’ and ‘now’)
Jennie Germann Molz | 2018 | “Travel too fast and you miss all you travel for” | Michael Clancy ed. |
Slow Tourism, Food and Cities. Pace and the Search for the “Good Life” |
p. 15-32
© Elgin & Co. | HTHTC | 2021“Happiness is experiences of pleasure and purpose over time”
(i.e. on a day-to-day, moment-to-moment basis)
“What you are paying attention to in a given moment and how this relates to
how happy you feel.“ The “production process for happiness” is determined by
how you allocate attention.”
Conscious vs. unconscious attention
Prosessing system 1 vs. 2 in our brain
Delivering happiness: 3 Ds = deciding, designing, and doing
Paul Dolan | 2014 | Happiness by Design. Finding Pleasure and Purpose in Everyday Life | Allen Lane
Penguin Books & Daniel Kahneman | 2011 | Thinking Fast and Slow | Penguin Books
© Elgin & Co. | HTHTC | 2021for places
© Elgin & Co. | HTHTC | 2021Cittaslow in the Netherlands Raising Brand Awareness
Cittaslow in the Netherlands
Raising Brand Awareness
“How to brand a philosophy?”
How to implement slow?
Is “collaborative value” created?
“the transitory and enduring benefits […] that accrue to organizations, individuals and society”.
Karin Elgin-Nijhuis | 2018 | RSM/EUR Andreas Award for Innovation in Corporate Communication
James E. Austin and M. May Seitanidi |2012 | Collaborative Value Creation: A Review of Partnering Between
Nonprofits and Businesses: Part I. Value Creation Spectrum and Collaboration Stages | Nonprofit and
Voluntary Sector Quarterly 41(5) | p. 726– 758© Elgin & Co. | HTHTC | 2021
“It is not enough to challenge the old narrative, however outdated and discredited it may be. Change only happens when you replace one story with another.” George Monbiot | 2017 | How do we get out of this mess? | The Guardian | https://www.theguardian.com/books/2017/ sep/09/george-monbiot-how-de-we-get-out-of-this-mess
Storytelling and narrative communication: where are we coming from, where are we now? where are we going to?
“Strategy tells you where to go. Communication inspires people to go there with you. It's the only thing that ever does.”
The journey inward Slow for persons Slow for places
Thank you! www. elgin. nl | www. heritagetourismhospitality. org | www. slowtourismlab. org
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